Strategic Brand Management. Building, Measuring and Managing Brand Equity / Keller Kevin Lane

Titre : Strategic Brand Management. Building, Measuring and Managing Brand Equity Type de document : Ouvrage Auteurs : Keller Kevin Lane, Auteur ; Vanitha Swaminathan, Auteur Mention d'édition : 5th edition Editeur : Londres [Royaume-Uni] : Pearson Année de publication : 2020 Importance : 621 Présentation : ill. ISBN/ISSN/EAN : 978-1-292-31496-9 Langues : Anglais (eng) Termes (thésaurus) : Chaîne de valeur Gestion du marketing Marque Mesure Performance Politique de communication Produit nouveau Segmentation Stratégie Résumé : Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.

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